Can you tell me more about your new Virtual Try-On tool?

To help you feel more confident when shopping online, we’re introducing a new tool called ‘Virtual Try-On’. 

With Virtual Try-On, you can:

• upload your own photo and see how the item might look on you, or 
• try items on a selection of virtual models with a range of body types, heights, and skin tones.

Right now, we’re testing this tool on our iOS App on a limited range of products and to select users, but keep your eyes peeled for any future updates!

Please note: Virtual Try-On is designed to give general guidance only, and won’t show your exact body shape, proportions, colour, or size. Please still check our size guides, fit notes and product details before purchasing.

How does it work?

Our Virtual Try‑On tool uses artificial intelligence to create a visual preview of how an item might look on you, using the photo you upload. 

This will offer a more visual, personalised way to shop that’ll make finding your new wardrobe staples easier and more interactive.

Please remember that the generated preview should be used only to support your browsing experience and it may not accurately represent size, colour, proportions, or fit.

How will the tool use my image?

The AI tool uses your image only to generate the visual. It may make small adjustments (like lighting or posture), but the image isn’t used for anything else.

Why are you using virtual models?

Instead of uploading a photo of yourself, you can use one of the virtual models available to see how an item might look. Virtual models are AI-generated models designed to complement our existing model photography and give you a chance to see the products you love on a model of your choice.

We partner with a third-party provider to generate the images. ASOS have not supplied any human model photography to train the system - only our standard guidelines. 

Is my personal data safe when using this tool?

Yes! Any uploaded images are stored on your device for 28 days, so you can come back and use the tool again. Images are processed by our third-party provider, who follow strict data-handling standards. Check out our AI Privacy Notice here for more info.

Do ASOS store my photo or AI-generated images?

No, ASOS do not store or retain your photo or generated images. Your photo is only shared with the third‑party Virtual Try-On tool to create the visual. 

Any uploaded or generated images will be stored on your device within the ASOS App. These images will remain on your device for 28 days or until the ASOS App is next opened, after which they will be deleted.  

The Virtual Try-On tool will only store the images for 24 hours, after which they will be deleted.  

The legal bits

• You must be 16 or over and accept the disclaimer before using the Virtual Try‑On tool.
• You can use the generated image privately to help you decide what to buy. You cannot share it commercially, sell it, publish it, or distribute it.
• If the tool is used in harmful, illegal or inappropriate ways, we may restrict access or remove content.

For more terms of use, please see our Terms and Conditions.